MSc/PgDip International Marketing

Key facts

  • Start date: September
  • Accreditation: AACSB, EQUIS & AMBA
  • Study mode and duration: MSc: 12 months full-time
    PgDip: 9 months full-time
  • 6th in the UK for Marketing: Complete University Guide Subject Tables 2020

Study with us

  • specialist course reflecting current diversity in global marketing practice
  • acquire new skills and enhance your existing experience 
  • benefit from industry collaboration
  • study within a student cohort from across the globe
  • programme reflects the dynamic and technologically innovative nature of contemporary marketing, spanning private, public and third sectors
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Why this course?

The International Marketing programme is a specialist course for those who want to build on a previous business and marketing degree and study marketing at an advanced level. It’s also appropriate for recent business graduates or established executives who are seeking either to acquire new skills or supplement the skills they have developed in a practical context.

You’ll gain the technical and personal skills to operate across a range of dynamic and competitive international environments.

Our students are truly international with representations from all parts of the globe which further enhances your learning experience.

The selection process by which we determine your suitability for the programme is based on information relating to your previous academic performance and qualifications as well as work and life experiences. For this reason, the completion rate is extremely high. Those who are committed to their studies and perform at the academic level required will complete the programme successfully.

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What you’ll study

The taught component of the course is covered during Semesters 1 & 2 and comprises a combination of core/compulsory and optional classes. Both semesters will run for 12 weeks. At MSc level the dissertation is undertaken during the summer term.

A wide choice of elective subjects includes many with international dimensions, reflecting the current diversity in global marketing practice. Key features of the course include:

  • real-life learning through our live industry project, International Marketing Works
  • high-calibre industry collaboration
  • research excellence
  • skills-based teaching

Leadership & team building

For many students our dynamic programme (organised early in the first semester to enhance the development of leadership, teamwork and cross cultural skills) provides many memorable experiences.

The programme is organised in conjunction with independent specialists and provides the ideal chance to network with your colleagues and develop key management skills.

Accreditations & affiliations

Our Department of Marketing is one of the oldest and largest marketing departments in Europe. We’ve an international reputation for the quality of teaching and research. Our staff also act as advisors to private and public organisations; some hold senior positions in the Chartered Institute of Marketing, the Marketing Research Society and other professional associations.

We’re affiliated with the Chartered Institute of Marketing and the Marketing Society.

Our courses are accredited by AACSB – the Association to Advance Collegiate Schools of Business, based in the USA and EQUIS – the quality assurance scheme run by the European Foundation for Management Development (efmd) and based in Brussels.

Employability & career development

The course has a dedicated careers specialist for group sessions, employability seminars, individual interviews and CV compilation and continues to support graduates for a year after graduation.

Find out more about the University Careers Service.

Triple-accredited business school

AACSB accreditation logo
EQUIS accreditation logo
AMBA accreditation logo
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Course content

The MSc International Marketing Programme reflects the dynamic and technologically innovative nature of contemporary marketing, spanning private, public and third sectors.

The academic year consists of three stages: Semester 1, Semester 2 and Summer term.

Key Skills

This class provides early support for assessed classes by covering skills associated with academic writing at postgraduate level.

One of the aims common to all of our MSc programmes in the Department of Marketing is to develop the potential of our graduates to become senior business managers who work in global markets. As such, approaching tasks with a high level of professionalism, solving complex problems logically, working collaboratively in groups and excellent communication in the English language are crucial.

This class aims to develop these skills and in so doing, support the work in other classes.

Strategic Global Marketing

This class seeks to develop students’ understanding of the alternative strategies available to the internationalising firm for selecting, entering, developing and leaving international markets.

It discusses the motivations for internationalisation before placing the international business in its theoretical context. Market selection decisions and the market entry modes available to firms, small, medium and large, are considered in depth, with international market divestment providing a suitable culmination to the class.

Cross-Cultural Buyer Behaviour
An understanding of consumer behaviour is fundamental to the marketing process and an appreciation of different cultures is important for any international marketing strategy. In this class you'll consider the influence of culture on consumer behaviour.
International Marketing Research

Marketing research and customer information provide key input to the development of a company's marketing strategy. The marketing concept is better implemented when information about the market, the competitors and potential buying behaviour is available.

This class introduces the decisions and stages of the marketing research process, within the context of customer and market information now available from a wide range of sources including databases, loyalty cards and the internet.

Brand Management & Strategy

This class provides a detailed understanding of brand theory and application of key brand strategies. Brands such as American Express and Levis jeans will be reviewed.

Aspects and theories of brand management will be presented and discussed in order to equip the student to manage effectively in a global brand environment. Students will gain a clear appreciation of the role of brand strategy within the corporation’s operating plan. This will entail consideration of environmental factors causing changes to the structure and composition of the brand portfolio as well as discussion of conceptual issues surrounding the strategic roles of brand management.

A theoretical look at how a company’s brand value is created and measured will be a key objective of this core class. Using core brand theories and concepts, this class reviews and applies brand strategies to a variety of business cases. The course is rich in branding theory and will put the theory to practice using branding applications to industry and reviewing key companies branding strategies.

Marketing Works: Group Consultancy Project

The Marketing Works project provides students with a challenging organisation-based, action-learning opportunity to advise a company on a marketing problem/opportunity.

Students will consult their client-firms or client-organisations with the objective of delivering realistic recommendations which if implemented could reasonably be expected to help generate strategic marketing plans. The scope of the project is to allow students to work in groups to manage the project at hand, and communicate their outcomes to their clients.

The groups are responsible for managing their relationships with their clients, and will be assigned a supervisor from the Department who will oversee the students’ progress.

Find out more about the Marketing Works: Group Consultancy Project and see what companies you could be working with.

Dissertation Skills
In preparation for the Dissertation an intensive 3 week course known as Dissertation Skills is taught early in the 2nd semester, covering all aspects required for successful submission. By the end of this class, combined with necessary readings, students should be sufficiently prepared to undertake their dissertation, having submitted a research proposal, which requires a pass mark to proceed.

You'll be required to choose four 10-credit elective classes from those available. The range varies from year to year but is anticipated that those listed below, or similar options will be offered.

Destination Marketing Management

The destination is the core element of tourism supply. It is defined in spatial as well as cultural/symbolic terms and encompasses a wide variety of sectors such as hospitality, the built and natural environments, cultural heritage, entertainment, sport and retailing.

The diverse nature of the destination and lack of central ‘control’ implies quite specific challenges and responses in its management and marketing. This class will equip students with the skills necessary to engage with these.

Managing Tourism Resources

This class provides an introduction to the structure and management of individual tourism organisations and attraction resources in the private, public and third sectors.

It begins with an overview of key industries involved in the distribution of tourism products (tour operators, travel agencies, e-mediaries); those that facilitate tourist transport and accommodation (e.g. the international airline and hotel sectors) before focusing on the sustainable management of key resources at destination level (e.g. culture, heritage, sport and events).

A theme running throughout the class will be the recognition by managers of the important role of tourism consumers in the co-creation of products, services and experiences and introduces students to the challenging management environment where tourism is produced and consumed at sources of demand, supply and the transit routes linking both.

International Services Marketing

Services represent more than a quarter of all world trade and the world market for services is growing at more than twice the rate of the product sector. Over the past two decades, academics and practitioners have become aware of the need to adopt a different emphasis when marketing services rather than products. Many companies producing products are turning to service to provide their differentiation.

At the heart of this elective is the recognition that services present unique challenges, and that building customer relationships through quality service is fundamental to marketing success in every organisation. The aim of this elective is to provide an introduction to the special challenges of Services Marketing with a particular focus on the international context.

Sector Studies
This elective option focuses on a specific marketing sector in a geographical location other than the UK. In previous years students have travelled to a European city or a Middle Eastern location to study luxury brands, artisanal products and digital marketing within a cultural context. The specific content will vary according to the location and expertise of the academic staff.
Contemporary Consumers

This class is designed to build on the Cross-Cultural Buyer Behavious class by developing in-depth knowledge of current thinking in the discipline and by analysing a range of contemporary consumer contexts.

Customer Management 1

The Customer Management I course focuses on formulating and implementing customer management strategies and policies, a task undertaken in most companies at different strategic and operational levels. The relationship between a company and a customer has many facets, which find their foundation in the experience the customer seeks. Leading companies understand that competitive advantage can only be achieved by managing multiple markets, not just consumer markets, but also supplier, referral, internal markets etc.

These markets are crucial for creating a great customer experience and to maintain customer relationships. ‘Customer experience’ is context dependent and consequently, companies uncover the key drivers of customer experience in individual market segments. Overall, the course introduces the experience-driven Relationship Marketing approach – a modern approach of understanding and managing customers for the long-term both in the B2C and the B2B contexts.

Customer Management 2 – Digital Marketing

The major premise of this class is that customer relationships are in a period of rapid change: digital technologies, including the Internet, e-commerce and social media platforms, are moving the balance of power in relationships through customer engagement to a ‘customer led’ phase. This class aims at developing students’ knowledge and skills-based expertise in planning, implementing and managing successful e-marketing strategies.

The students will be exposed to a synthesis of well- established digital marketing theories and the most recent academic research on e-marketing. The class also aims at providing students with hands-on experience in the use of digital technologies for marketing purposes. Thus the class has a very practical focus.

Export Marketing
This class focuses on exporting, the market servicing mode most commonly adopted by small to medium sized enterprises and firms in the early stages of internationalisation. The class covers both export strategy and export management issues and examines the latest research in export marketing.
Integrated Marketing Communications

Marketing communications bridge the gap between an organisation and its stakeholders, providing a face and giving voice to organisations. Marketing communications are recognised for their strategic and tactical roles in developing successful organisations, including commercial, not-for-profit, small and large-sized firms.

In this class, you'll explore marketing communications theories and consider the role and purpose of marketing communications. You'll also critically review constituent components of the marketing communications mix and consider how marketing communication tools are used in practice. In particular, you'll explore the need for and management of Integrated Marketing Communications (IMC) and identify those factors that impact on the selection, implementation and evaluation of effective IMC.

International Culture & Heritage Marketing

This class explores the marketing of cultural and heritage as ‘resources’ in a global context. It aims to introduce students to the essential dimensions of culture, heritage and the arts as resources for many types of organisation, both private and public sector, in activities such as tourism, festivals and events, community redevelopment and corporate branding.

The class brings together theoretical and practical dimensions which need to be understood by cultural, heritage and tourism managers if these resources are to be used responsibly and sustainably.

Sports Marketing in a Global Context

This class covers the topic areas that will allow class participants to understand and apply core concepts and frameworks that are relevant in the field of sports marketing and management. It takes a global focus.

This recognises that many key sporting events are increasingly taking place in non-traditional locations, e.g. Dubai, India and China. Feedback from alumni and sports organisations suggests that there is a lack of suitably qualified marketing graduates and post-graduates who have the specialised knowledge and skill sets to perform in the sporting environment. This class attempts to address this problem.

Retail Marketing Management
This class assesses the role of retailing within the context of the overall supply chain and within the economy. The focus will be on global, as opposed to national trends and developments. This recognises that students who take this class come from a wide range of geographic regions and reflect a multi-cultural audience.
Dissertation

A good level of performance across both semesters and a satisfactory research proposal are necessary for you to progress to the dissertation stage of the MSc.

The dissertation is your opportunity to study, in depth, a specific marketing problem (with an international focus) in an area of personal interest.

Dissertations typically involve desk research and literature reviews, then case studies of individual companies or small scale primary research. This provides scope for originality of thought, research fieldwork and analysis and presentation of results.

QS logo 2019 - 5 stars
Complete University Guide 2020 logo - Top 10 in Marketing
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Learning & teaching

Teaching methods include case studies, simulations, seminars, presentations, team work, problem-solving exercises, and ‘hands-on’ real-life business projects.

These methods are designed to facilitate integration of the theoretical and practical aspects of the programme and to encourage interaction among students. All classes require a high level of student participation.

A comprehensive support package is provided to enhance your learning and to ensure maximum benefit during your period of study. This includes:

  • a package of essential texts for all core classes
  • employability seminars and career counselling
  • access to relevant databases
  • a student/staff consultative committee providing an effective mechanism for student feedback throughout the year

Each year, we ask our students to evaluate the value of both the quality of the teaching and the associated support package to ensure that we maintain the highest of standards.

The learning and teaching methods will vary between courses. These will include:

  • online updates
  • class discussions
  • role-playing exercises
  • case studies
  • directed reading tasks
  • guest lectures
  • student-led presentations
  • DVD/Podcast presentations
  • computer-based/experiential learning
  • self-motivated reading and research

Assessment

Assessment for core classes comprises a combination of examinations worth 60% and assignments worth 40%. Elective classes have no examinations and are assessed in a variety of ways using essay/report-based assignments worth 100%.

Guest lecturers

World-class speakers from major international organisations give lectures on our programmes reflecting the high calibre industry collaborations of the Department.

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Entry requirements

Academic requirements/experience

Minimum second-class Honours degree, or overseas equivalent, in marketing or business. Business-related degrees should include some marketing component.

Places may be available to applicants whose significant work experience warrants direct entry.

English language requirements

English language proficiency must be at IELTS 6.5 minimum.

Pre-Masters preparation course

The Pre-Masters Programme is a preparation course held at the University of Strathclyde International Study Centre, for international students (non EU/UK) who do not meet the academic entry requirements for a Masters degree at University of Strathclyde. The Pre-Masters programme provides progression to a number of degree options.

Upon successful completion, you will be able to progress to this degree course at the University of Strathclyde.

International students

We've a thriving international community with students coming here to study from over 100 countries across the world. Find out all you need to know about studying in Glasgow at Strathclyde and hear from students about their experiences.

Visit our international students' section

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Fees & funding

2020/21

All fees quoted are for full-time courses and per academic year unless stated otherwise.

Scotland/EU

£13,550

Rest of UK

£13,550

International

£22,050

Additional costs

Sector Study is an elective that is not a compulsory part of the course, that is taught on location (this year Venice and Seville).

Students who take the Sector Studies class must pay their own transport to and from Venice or Seville. You'll also pay for your accommodation which is arranged by the Department.

The tuition fee for the course covers tuition for all of the electives including the Sector Studies option. You're required to pay a small administration fee to secure your place.

Some overseas students may have an additional Shengen Visa cost as Britain is not included in this travel pass.

Available scholarships

Take a look at our scholarships search for funding opportunities.

Please note: the fees shown are annual and may be subject to an increase each year. Find out more about fees.

How can I fund my course?

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Scottish and non-UK EU postgraduate students

Scottish and non-UK EU postgraduate students may be able to apply for support from the Student Awards Agency Scotland (SAAS). The support is in the form of a tuition fee loan and for eligible students, a living cost loan. Find out more about the support and how to apply.

Don’t forget to check our scholarship search for more help with fees and funding.

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Students coming from England

Students ordinarily resident in England may be to apply for postgraduate support from Student Finance England. The support is a loan of up to £10,280 which can be used for both tuition fees and living costs. Find out more about the support and how to apply.

Don’t forget to check our scholarship search for more help with fees and funding.

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Students coming from Wales

Students ordinarily resident in Wales may be to apply for postgraduate support from Student Finance Wales. The support is a loan of up to £10,280 which can be used for both tuition fees and living costs. Find out more about the support and how to apply.

Don’t forget to check our scholarship search for more help with fees and funding.

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Students coming from Northern Ireland

Postgraduate students who are ordinarily resident in Northern Ireland may be able to apply for support from Student Finance Northern Ireland. The support is a tuition fee loan of up to £5,500. Find out more about the support and how to apply.

Don’t forget to check our scholarship search for more help with fees and funding.

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International students

We've a large range of scholarships available to help you fund your studies. Check our scholarship search for more help with fees and funding.

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Our campus is based in the very heart of Glasgow, Scotland's largest city. National Geographic named Glasgow as one of its 'Best of the World' destinations, while Rough Guide readers have voted Glasgow the world’s friendliest city! And Time Out named Glasgow in the top ten best cities in the world - we couldn't agree more!

We're in the city centre, next to the Merchant City, both of which are great locations for sightseeing, shopping and socialising alongside your studies.

Find out what some of our students think about studying in Glasgow!

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Apply

International Marketing

Qualification: MSc
Start Date: Sep 2020
Mode of Delivery: full-time

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Contact us

SBS Postgraduate Admissions

Telephone: +44 (0)141 553 6105 / +44 (0)141 553 4590

Email: sbs.admissions@strath.ac.uk

Strathclyde Business School, University of Strathclyde
199 Cathedral Street
Glasgow
G4 0QU

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